NTT DOCOMO is the largest mobile operator in Japan and the new partnership that this funding with help enable allows their subscribers to cutout the computer entirely in their photo upload process. In the past, Eye-Fi’s memory cards have had to be set up using a computer before the photo syncing takes place but with carrier-enabled activation users will be able to upload their photos, send them to digital photo frames, and share them between other devices automatically.

This move signals a shift from Eye-fi's focus on standalone cameras as consumers begin to use their mobile devices as their primary cameras, and it also points to a future where this technology can be used in a wide range of devices and services.